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<div class="font_small color_grey left">Telecommunications  Industry</div>
<div class="font_small color_grey right"><strong>Teledirect.com.sg</strong></div>

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<h1>Customer Acquisition Drive</h1>

<strong>The Client</strong><br/>
This telecommunications client was a new entrant to the entertainment content service provider market. Its target customers were households across the country. The competition was the free-to-air television broadcasters who had been around for over twenty years. 
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<strong>The Case</strong><br/>
The client had just invested in an island-wide infrastructure, and needed to recover its investment cost quickly. To do that, it had to speed up the rate of technology adoption, and sign up a critical mass of customers within a short two year period. 
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It recognized that the road to gain market share quickly was to leverage on a few telecommerce companies and Teledirect was among the more reputable companies chosen. 
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<strong>The Strategy</strong><br/>
A team of up to 50 telemarketers was set up to cover the residential areas. A database was purchased, and the telemarketers made cold calls to sell subscription programs tailored to the telemarketing channel. 
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Teledirect designed a Telemarketing system that allowed auto assignment of accounts by targeted customer demographics. It encompassed a pre-qualification questionnaire, which followed a business rule to provide the best package for the prospect depending on the answers to specific questions. 
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An order form was pre-filled with the customer information and auto-emailed/faxed to the customer. This increased the return rate of the completed subscription forms as it reduced the work the customers needed to do. 
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Agent productivity information was tracked hourly, so database reassignment and calling periods could be dynamically adjusted to maximize the sign up rate for the client. 
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<strong>The Results</strong><br/>
In the first 6 months of operations, Teledirect was the number one contributor to our client's sales. With a trained telemarketing team who qualified every customer and sold based on tailored benefits, each database record truly represented a sales opportunity. Database wastage was reduced.
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<strong>The Conclusion</strong><br/>
The telemarketing team was an effective means to reach a large group of prospects quickly. Results were greatly enhanced by a specially designed program for the telemarketing channel. 
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<strong>Our Key Measurements of Success:</strong>
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<li>Burn rate of record per telemarketer</li>
<li>Revenue per agent hour</li>
<li>Revenue per sales</li>
<li>Conversion rate</li>
<li>Effective contact per hour</li>
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